本文選題：服裝零售　切入點(diǎn)：小型店鋪　出處：《浙江理工大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著中國經(jīng)濟(jì)水平的突飛猛進(jìn),各行各業(yè)的競爭也日趨激烈。服裝行業(yè)之間的競爭主要以終端零售店鋪的角逐形式為主。除了品牌零售專賣店之間的競爭外,小型服裝零售店鋪的競爭發(fā)展也同樣不可忽視,它在服裝市場的發(fā)展有著舉足輕重的地位。根據(jù)筆者在《中華人民共和國國家工商行政管理總局》上的數(shù)據(jù)整合發(fā)現(xiàn),即1980年至今,所登記在冊的小型服裝零售店鋪的總數(shù)已從兩萬家左右迅速增長到四十萬余家,占整個服裝行業(yè)的39%。與大工業(yè)時代不同的是,當(dāng)今的市場格局已經(jīng)發(fā)生了根本性的變化,由賣方市場為中心轉(zhuǎn)向以買方市場為中心。如何與消費(fèi)者建立并維系一種長期緊密的關(guān)系,從而在激流勇進(jìn)的市場環(huán)境中脫穎而出,是小型服裝零售店鋪生存所面臨的重要問題,顧客忠誠度研究由此應(yīng)運(yùn)而生。影響顧客忠誠的因素有很多,其中提高顧客感知價值是小型服裝零售店鋪提高競爭優(yōu)勢的重要途徑。關(guān)于感知價值與顧客忠誠度的研究,在學(xué)術(shù)界已不勝枚舉,但是對小型服裝零售店鋪感知價值與顧客忠誠度之間的關(guān)系的研究卻屈指可數(shù)。本文以曉曉服裝零售店鋪的顧客為主要研究對象,根據(jù)Fornell模型、ACIS模型、MeDougall模型和Zeithaml提出的顧客感知價值與顧客購買模型來研究小型服裝零售店鋪的感知價值;結(jié)合本人所經(jīng)營的曉曉小型服裝零售店鋪的實(shí)際情況,整合出本文的理論模型,即影響小型服裝零售店鋪顧客忠誠度的四大感知價值:產(chǎn)品價值、服務(wù)價值、體驗(yàn)價值和文化價值。本文主要從以下四個方面對研究內(nèi)容進(jìn)行闡述:首先,通過文獻(xiàn)研究得出小型服裝零售店鋪感知價值的前置變量,顧客忠誠度的形成機(jī)制,忠誠度的影響因素,忠誠度的表現(xiàn)。同時提出本論文的研究模型——小型服裝零售店鋪感知價值的四個衡量維度,即產(chǎn)品價值、服務(wù)價值、體驗(yàn)價值、文化價值,作為本文研究的根基。其次,從行為忠誠和情感忠誠兩個方面對小型服裝零售店鋪的忠誠度進(jìn)行了分析,進(jìn)一步提出了四個衡量指標(biāo):口碑傳播、重復(fù)購買、溢價支付和新品追隨;中間媒介顧客滿意則采用總體評價衡量方式。隨后組建屬于小型服裝零售店鋪的概念模型:顧客感知價值-顧客滿意-顧客忠誠。再次,采用深度訪談和文獻(xiàn)研究相結(jié)合的方式構(gòu)建《小型服裝零售店鋪感知價值與顧客忠誠度的測量量表》;通過使用SPSS軟件對收集的問卷進(jìn)行統(tǒng)計(jì)和分析,得到影響小型服裝零售店鋪顧客感知價值的前置變量,從而驗(yàn)證所有的前置變量;分別總結(jié)各前置變量影響因素與顧客忠誠的關(guān)系,比較各組路徑系數(shù)之間的差異,檢測模型適配性,并分析人口統(tǒng)計(jì)學(xué)變量的差異。最后,用感知價值的四個衡量維度評估曉曉服裝零售店鋪的顧客忠誠度情況,根據(jù)這些因素為該店鋪制定相對應(yīng)的營銷企劃和策略來提升顧客的忠誠度,同時為全國小型服裝零售店鋪的發(fā)展提供借鑒作用。
[Abstract]:With the rapid development of Chinese economy, all walks of life are also increasingly fierce competition. The competition between the major apparel industry to compete for the terminal retail form. In addition to brand retail competition, small and medium-sized clothing retail competition development also can not be ignored, it has a pivotal position in the clothing market development. According to the data integration in the "People's Republic of China State Administration for Industry and Commerce on 1980 >, so far, the total number of small and medium-sized clothing retail stores registered from the two or so rapidly increased to more than four hundred thousand, accounting for the entire garment industry 39%. and the industrial age is different, the market structure has been changed basically, from the seller's market to buyer's market as the center to center. How consumers establish and maintain a long-term close The relationship, thus in the torrent of talent shows itself in the market environment, is an important problem in small shops are facing, the research on customer loyalty which came into being. There are many factors affecting customer loyalty, improve customer perceived value is a small clothing retail store to enhance the competitive advantage of an important way. The research on perceived value and customer loyalty in the academic circles, but has a study on the relationship between be too numerous to enumerate, small shops perceived value and customer loyalty is rare. This paper Xiao Xiao clothing retail store customers as the main object of study, according to the Fornell model, ACIS model, MeDougall model and Zeithaml proposed the customer perceived value and customer purchase model to study the small clothing retail perceived value; combined with the actual situation of my business Xiao Xiao small clothing retail shops Situation, the integration of the theoretical model, the effects of the four small shops perceived value and customer loyalty: product value, service value, experience value and cultural value. This paper mainly from the following four aspects of the research content in this paper: firstly, antecedent variables through literature research obtains the small shops of perceived value. The formation mechanism of customer loyalty, loyalty factors influence loyalty. At the same time put forward four dimensions of small shops perceived value model of this paper, namely the product value, service value, experience value, cultural value, as the foundation of this research. Secondly, from the behavior loyalty and emotion two loyalty, loyalty to the small shops are analyzed, put forward four measures: word-of-mouth, repeat purchase, premium payment and new products Follow; intermediary customer satisfaction with the overall evaluation measure. The conceptual model followed by the formation of clothing retail shops are small: customer perceived value customer satisfaction customer loyalty. Thirdly, the construction of small clothing retail "scale > store perceived value and customer loyalty with depth interview and literature research combination; statistics and analysis by using SPSS software to collect the questionnaire, antecedent variables influence the small clothing retail customer perceived value, in order to verify the front all variables; summarize the relationship between pre variable factors and customer loyalty, the difference between each path coefficient, detection model matching, and analyze the difference demographic variables. Finally, the situation of customer loyalty, perceived value of the four dimensions evaluation Xiao Xiao clothing retail stores, according to the result In order to improve the loyalty of the customers, it provides a reference for the development of small clothing retail stores in the country.

【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.86;F274

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